Lahori cumin seeds turned around with a trick of 10 rupees

New Delhi. Without big advertisements, without film stars, and without heavy marketing budget, a desi Indian drink ‘Lahori Jeera’ did what many startups just think in dreams. Today it has become the fourth most sold drink brand in India. Lahori cumin has started challenging even Pepsi and Coke. The “magical price” of just 10 rupees and the flavor made of native spices has become so hit that people do not buy each bottle, but take them home and take it home and drink it. This success of Lahori cumin has forced everyone to think that what magic has its founders who have done this quadruple day by day.

Lahori Zaira -making company Archaan Foods was founded by Saurabh Munjal in 2017 with his cousins ​​Nikhil Doda and Saurabh Bhutana. The idea of ​​making Lahori cumin came to him when Nikhil once made them drink a beverage at home. Its taste was amazing. What was it then, the three made up their mind to take it from house to house. But, there was a confusion in the mind of the three, can a local brand really compete with global legendary companies?

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Survey distributed to family and friends

Initially, Lahori cumin was made in very small quantities. It was distributed only among the family and friends to see if the native taste is liked. Whoever drank it, he became obsessed with the taste of Lahori cumin. This tremendous response encouraged all three. Apart from this, when he did research about beverages sold in different countries, he came to know that Coca-Cola and Pepsi were not always number-one everywhere from America to Asia-Pacific, but many times local beverage brands have been ahead.

In 2017, Archaean Foods Private Limited was established with the vision of providing natural and desi flavored drinks to Indian consumers. Lahori has been the biggest weapon of Zira its affordability. The price of almost all the products was kept at just 10 rupees. Due to this, this drink reached the common man. Munjal says-“We always targeted 140 crore Indians. That is why the price of Rs 10 was fixed. Just as Parle-G biscuits of 5 rupees became a part of every household, we decided to make our place in beverages.”

Unique marketing strategy

Lahori Zira did not spend crores of rupees on advertisements. Instead, they planted bottles of bottles outside the shops. Attractive packaging itself became a marketing tool. Consumers started buying full crates of 24 bottles instead of one bottle. According to a survey, about 50% of the company’s sales are directly from the purchase of crate. This model proved to be absolutely unique in the Indian market.

It started from Punjab, Haryana, Himachal and Chandigarh. But soon the brand also made its place in big states like Uttar Pradesh and Bihar. India has more than 30% population in these two states and from here there was a tremendous rise in the sale of Lahori Zira.

No-credit policy

Another feature of the company was-100% advance payment and no-return policy. When we talked to distributors for the first time, they placed a condition to give goods on credit and withdraw unbike goods. But the Lahori Zira team refused to accept this. He himself allowed the shopkeepers to taste the product, created a demand and then showed the distributors that the consumers are ready. Only after this, distributors were ready on advance payment. This rule is still the backbone of the company.

In 2023 only on the strength of consumer demand and unique taste, the company crossed the MRP revenue of Rs 1000 crore. The special thing is that no major advertising expenses were included in it. This achievement was completely due to organic demand.

Today this company makes more than 2 million bottles daily and has also launched new flavors like lemon, raw mango, masala cola and Shikanji. The company is growing at a rate of more than 50% year after year. According to Munjal, today it is the fourth largest carbonated beverage brand in India and the country’s number-one ethnic beverage brand.